New McCann Worldgroup chief Michael McLaren vows to boost digital

McLaren, speaking exclusively to Media following his appointment, will replace Kevin Ramsey in November. Ramsey’s sudden departure, just two years into the role, was announced last week. Like Ramsey, McLaren will hold the dual role of regional director for Asia-Pacific and president, CEO of Japan. He stressed that he needed to evaluate the Asia market, but that digital would be a focus.

“The landscape is becoming increasingly digitally focused. We have to look at how we can engage brands, look at our strategies online, our technical confidence and strategic confidence,” McLaren said. “The issue the industry faces in Asia on a global scale is digital penetration. Korea, Japan and China should be the hotbeds of digital innovation and digital discovery. I’m not sure they are. This is something we can improve on.”

McLaren’s current role is CEO of McCann’s US-based EXP global production division. “In the technology space, I ran Microsoft and Intel. I’m passionate about innovation and I have a hunger for being digitally innovative just by virtue of the experience I have gained over the past nine years.”

Asked how McCann Worldgroup could improve on its performance in the region, McLaren said: “I follow the same philosophy as Tiger Woods. If you’re not getting better then you’re getting worse. I’m not making any judgements before I start the job but if you’re going to survive, you have to think there’s room for improvement.”

McLaren, 45, has been with McCann since 1999, and his current role has oversight of a number of key multinational accounts based in North America. From May 2007 until January he was president of McCann Erickson US. Previously, he was worldwide director of global accounts.

Ramsey said his goal was to remain in Asia. “I am very proud of the progress we have made in building the capabilities, profile and product quality of Worldgroup,” he said.